Plum Ideas for Resort TV
Wednesday, May 18th, 2005By William Ferrall
Last year Tom Scott winced at mention of recent articles published about him and his new company Plum TV. Maybe it was several writers’ clever descriptions of the long-time Nantucket resident that caused his discomfort. “A dreamer whose Trump-sized business vision is leavened by John Boy Walton hominess,” said The New York Times. “Wasp entrepreneur,” quipped Vanity Fair.
You might expect that Scott, who co-founded Nantucket Nectars in1989 with business partner Tom First, would have grown used to being in the spotlight. After all, Scott and First had already parlayed their rather casually-run floating convenience store and tender service called Nantucket Allserve—which served boats at anchorage in Nantucket Harbor—into a highly successful, multi-million dollar beverage company in partnership with Ocean Spray. They eventually sold Nantucket Nectars in 2002 to Cadbury-Schweppes for an undisclosed price that the Wall Street Journal estimated to be an attention-grabbing $100 million. Even today the two continue to put a folksy public face on the product as the company spokesmen, “Tom and Tom, the Juice Guys.”
Scott’s launch of Plum TV, which started here on Nantucket after his purchase in 2002 of Nantucket Television Channel 22, has presented him with a host of challenges he never faced in the beverage business. Now, with worries over signal strengths, programming at 3 a.m. and audience shares, Scott has shifted from chagrin with the press to concerns with overseeing the far-flung Plum TV Network. “On television it never stops,” he said. “It’s a twenty-four seven business.”
By March of this year, after expanding from Nantucket into four other prominent resorts and making it publicly clear that Plum TV will continue growing full-tilt, Scott conceded, “Last year was particularly challenging. It was like a dream.”
From the start, Scott assembled an able and impressive group of colleagues, whom he calls “a great group of friends,” to push Plum TV forward. As one of the original investors in NTV-22, Scott saw in early 2002—around the time the Nectars sale was wrapping up—that the fledgling station needed a boost in working capital to succeed. “When Gene [ Mahon] and Alan [Hall] started it, I thought it was an interesting idea,” recalled Scott. “I was going to put a pretty significant amount of money into it. It [eventually] became one of those situations where we could all sort of participate pro-rata, or I could buy people out.”
Scott soon acquired most of the other investors’ shares in NTV, putting the deal together with the help of his long-time friend and New York City lawyer David Kuhn. “I called Dave when I was in Europe and said, ‘I have to buy this.’ He’s a lawyer, so I said, ‘Can you do this, and would you like to come run it?’”
Kuhn, who has visited Nantucket for 20 years, jumped at the chance. “It is a magical island with caring people and a loyal community,” he said. “I’d like to have Plum provide a stage for the community as best we can.”
Since Kuhn came on board in Nantucket, Scott has called other friends and acquaintances to join him in what has been a new frontier in network television. Although the Resort Sports Network offers regular programming feeds to cable systems around the country, it focuses almost entirely on weather and sports conditions in popular outdoor venues. Scott wanted to differentiate Plum TV by more fully embracing the full array of community issues in towns where they acquired stations.
Kuhn has spearheaded most of the Plum acquisitions, which so far include stations in Martha’s Vineyard, the Hamptons, Aspen and Vail, in addition to Nantucket. Cary Woods, a former Miramax Films producer and ex-husband of Scott’s wife Emily (Woods actually introduced his ex-wifeto Scott), joined Plum as Chief Creative Officer and co-Chairman. Completing the early management team, Nantucket native and former vice president for corporate strategy at CNBC Television, joined Plum as its President. Financial and marketing officers have since joined the group.
Glowacki, a 1985 graduate of Nantucket High School, said that finding the right talent is one of Plum’s biggest challenges, because Plum wants people “who are uniquely sensitive to the differences and similarities in these markets.” He, Scott and the other Plum co-founders “fully understand what makes these places so special,” Glowacki noted.
After just two years, Plum has produced or acquired enough original programming to fill many of its daily hours. Shared programming among the stations includes independent films, a cartoon series and a children’s reading hour. Plum TV’s signature “Morning Show,” a locally produced and programmed news and entertainment segment, now airs at each Plum station. A 24-hour “ticker tape” crawl across the bottom of the television screen offers Plum-generated news updates and weather forecasts to viewers—a service that will soon originate in part from Plum’s planned new corporate headquarters in Manhattan, which will also house company executive and marketing offices.
The rapid growth has taken Scott on whirlwind trips around the country, many in the Pilatus plane he pilots himself. Nantucket Times editor Bill Ferrall caught up with him last month at Plum’s current headquarters and studio located in an industrial complex near the East Hampton, New York, airport. Scott shared what inspired his latest venture and how it’s progressing.
The Plum TV Network has grown fast since you took over Nantucket’s Channel 22 two years ago. What were you thinking when you took over the Nantucket station?
I thought it was an interesting idea: here’s this fun place, with great people who visit in the summer and are just an extension of the community. It’s a really interesting mix.
When I was a kid, I thought people who lived on Nantucket were the coolest thing in the world. They were in their boats; they were fishing and doing all those things you dream of. I don’t think I’m alone: It’s easy to forget when you live in a place like that. The carpenters, servicemen and all that kind of stuff—to the visitors, it’s very romantic. I grew up in D.C., in a landlocked area without the natural beauty.
As one of the original investors when it was NTV, I knew the business needed more money. I was in South Africa [at the time], but I made an offer to everybody [who had invested in NTV].
Right after doing the deal, I went on a Yoga retreat. [There] I met a native of the Vineyard and a native of the Hamptons, who coincidentally were on the trip. We got to talk: housing, preservation, the changing life style, and teachers being unable to find affordable housing. It was all the same thing, and it was just amazing to me. These places don’t only have in common the demographic, [but] they have in common the entire lifestyle, the issues and the seasonality. People do one thing in the summer, another thing in the fall and another thing in the winter. There’s this cyclical economy that takes place.
How would you describe the markets for Plum TV? What’s the pitch to advertisers?
Most advertisers on a national level are attracted to the people who visit these places. One of our strategies has been to work with brands that share a common aesthetic.
We went hard after Volkswagen because by and large, we like the brand; it appeals to everyone in our market. By and large we do exclusives [with national advertisers]. They mostly want to speak to the summer people. Some local advertisers want to speak to the summer people, some want to speak to the local people.
The pitch is, ‘We’re local content.’ One of the things that we offer—at Nantucket Nectars we really came to learn this—is that when people are on vacation, they’ll try something they wouldn’t try otherwise. They’ll start a new exercise regimen, start a new diet, they’ll read books, they’ll make major purchasing decisions. The way that people think on vacation is just different.
Don’t people want reminders of home when they’re on vacation?
We just acquired the Aspen station last year, and they have twelve years of Nielsen’s. A lot of data. We did Nielsen’s last year in three markets. The opposite is true.
It’s one of those things. When I would go skiing, I would always watch [local television]. You know, ‘What’s this town all about?’ In D.C., all you hear about is federal politics, and you don’t hear about anything going on locally. When I moved to Nantucket, it was the opposite: ‘When is the new stop sign going up?’ Nielsen has done their studies and RSN [Resort Sports Network] has done their studies. They see the same thing.
What goes into programming decisions? Your local stations do their individual morning shows. Isn’t there one in every place now?
Yes. Our [initial] idea was that we had to do a live morning show. That’s really what this should be about. Anything that grew off that, we’d allow to grow. We took time during this off-season to create some uniformity, taking everything we’ve learned from each other to see what works and what doesn’t.
We quickly thought that the best way for this to work was to bring some kind of synergy to the table and make it a network. It was a dream to have the critical mass to make fun and interesting programming. But to have just one channel—and to try all that with just one channel—wasn’t going to work. Look at the people we have working with us now. There’s no way we could afford those people on one channel. Now we can do deals for content that already exists. We can also make our own content, graphics, the ticker and all that kind of stuff.
Dan [ Honan, producer at the Nantucket station] just made a great piece on scalloping. We look at a piece like that and say, ‘Does anyone else care about this besides Nantucket?’ The Vineyard would care. They’d care here [in the Hamptons].
Then we have what we call national programming. We share all that. So there will be a little more uniformity in this coming year. Beyond some basics, our conclusion is let the place be the best guest every day. When we were in town [on Nantucket], a dog would wander through the set. Delivery trucks would drive by. We like that. If they want the town manager or the selectman, that’s their call.
I’m trying to get a sense of how the company operates on a day-to-day basis. What are the ongoing challenges?
If you look at our technology and what a major television network would use, it’s big money. It’s a huge gulf. Let’s be honest. We don’t get the most respect in the world. When we call Comcast, we’re not going to get the same response NBC gets when they have a problem. And we know that. But we’re always working on that. I hope you’ll see the signal getting better and better.
We get together weekly and talk about everything we’re talking about here. Jage [Toba, Director of Network Programming for Plum] describes it as a dream factory. We’ll get together and say, ‘What about this idea, what about that idea?’ One of the things about television is the millions of submissions. They come in droves and you wade through them.
We get hundreds of applications—kids in college, not in college, not kids, anybody—who can edit, want to try it. We use what we call predators, which means you write, you edit, you do the whole thing. You’re a story-teller.
I’ve learned it’s much better to find passionate people who are dying to do something that you see eye-to-eye with, then let them do it. If there’s not somebody who’s really dying to do it, who has an idea for it and who has a vision for it, then it’s probably not going to happen.
What’s your guiding philosophy and particular strength as company leader? How is this different from Nantucket Nectars?
There are three kinds of energy: break-even, negative, or positive. And you can put little pieces of positive energy into everything you do.
That’s been my thing: Helping the team work together and putting things in place to make it easier and more positive. [Also] the willingness to make mistakes. That runs counter to most things, but in an entrepreneurial situation, I say, ‘Go make mistakes, get out there and try it. See what happens.’ That’s my style, I guess.
It’s a very different thing for me here than at Nantucket Nectars. There no one knew anything about beverages at all. Our truck driver became our head of marketing, and it grew organically like that. In this case, we started with a lot of accomplished people with a lot of different skills. It was like Nantucket Nectars on steroids. Specialization within the team started right from the get-go.
Are you financially happy with what’s happening so far?
Yeah, I am. I’d be crazy not to be afraid, but I’m pleased with where we’ve gotten. And I’m optimistic. This will be the second season of Plum. Last year was particularly challenging: it went from programming to graphics to sales. At Nantucket Nectars, you knew that you had to make a product: a cap, label, bottle and something to put in it. On television, it never stops.
You’ve got to do it all with some kind of financial discipline. Day-to-day, buy low and sell high. My job is to make sure that those levels of discipline meet the levels of creativity. You’ve got to know where you are everyday.







